When it comes to promoting your products and services online, knowing where to invest your marketing spend can be a bit of a digital minefield.
The media of Pay Per Click (PPC), Search Engine Optimization (SEO), and Social Media Marketing (SMM) each have individual merits that when performed correctly can increase your results and generate a healthy return on your investment, but how should you divide Your efforts?
Analytics programs can identify where web traffic is coming from and what visitors are doing once they arrive on your page, providing valuable information and giving you an idea of ââwhat is working.
But before you even consider launching a new marketing campaign, upgrading your website should be the number one priority, which means following the principles of SEO.
Clarity begins at home
To give yourself the best chance of appearing on the first page of organic search results, you need to make your website as user-friendly and visible as possible. Most people associate SEO with keywords, and while this is an important aspect of the process, it is definitely not the only factor.
Essentially, you want to make sure that your web pages contain all of the relevant words and phrases that potential customers will be looking for, including as many variations as possible.
It is also crucial not to overdo it; you can’t make your way to the top of the leaderboard and if you’re too repetitive, chances are you’ll be penalized for “keyword stuffing”.
There are plenty of free tools out there that can gauge the keyword density of your content to make sure you’re staying on the right track. Besides keywords, there are plenty of other ways to improve your SEO. Here are a few :
- Headers: Taking the time to ensure that the page titles are formatted in H1, the initial subtitles in H2 and subsequent subtitles in H3, breaks down the text well for the readers – improving the user experience – and also helps the search engine robots better understand the content. Inserting a keyword in your headers will make ranking even easier
- alt tags – These help search engines understand images, and writing a description with a focused keyword will give you a boost again. If you have a picture of a “buy now” button, for example, you can write “buy [product name] for [price]’- tell bots exactly what they need to know
- Inbound links – Building a portfolio of backlinks from authoritative sites will help give you a head start as search engine algorithms read them as a sort of recommendation, indicating that your content / service / product is being respected. and valued.
It is therefore essential that your site is optimized in the right way, otherwise your target audience will not know that you exist. SEO is often an afterthought, but it should be at the heart of web design from the start and an ongoing process that requires care and attention.
Over time this will give results, but there is a faster way to the top.
Paid search (PPC)
When it comes to online advertising, research reigns supreme. And for good reason. It is an incredibly powerful tool with many tested and traceable methods to increase traffic and determine conversions and ROI.
You can use the power of social media to give real life examples of how you treat your customers
Essentially, users are bidding on the keywords and phrases that their target market will search for and compete for the top of the rankings.
There are many advantages to using Pay Per Click (PPC) advertising as part of your overall online marketing strategy. If you want instant results that lead to fast conversions then PPC is for you.
It also works for the long haul by working alongside your SEO strategy and working to strengthen it, increasing your earnings down the line.
One of its greatest strengths is that the majority of consumers who come across your brand or business online through a search engine are there with the intention of buying. This increases the ease of conversion and enables targeted marketing.
While bidding for popular keywords can be expensive, PPC marketing can be very profitable in the right hands. You’re only charged when people click on your ad and get sent to your site, so as long as your up-to-date ads and landing pages are optimized, your investment is almost guaranteed to pay off.
Social media marketing
71% of consumers are more likely to make purchasing decisions based on what they learn about brands on social media, so it’s critical that your social channels are engaging and represent the best representation of your business.
Thanks to your social networks, you can not only tell your followers about your product, but show them why they need it. You can make it part of a larger story and inspire your audience while making your brand identifiable.
You can use the power of social media to give real life examples of how you treat your customers. If you receive a complaint or request, you can show your audience exactly how you deal with it – giving them the chance to experience your great customer service while building trust in your brand.
Most platforms also offer sponsored posts, allowing you to reach highly targeted audiences and significantly expand your reach, which could prove invaluable.
The million dollar question
So how do you allocate your online marketing budget?
The truth is, the only way to really figure out your best strategy is to get going, do some trial and error, and then analyze the results. After all, any marketer worth his salt will appreciate the need to measure success and continually strive for improvement.
SEO is essential, and once you’ve got the basics in place, it should remain a part of your ongoing strategy. SMM is great for reaching out and having direct contact with clients, but it takes time and dedication to build an audience.
When it comes to ecommerce, PPC seems like the natural choice – if you have something to sell, it gives you a platform to sell it, and you can A / B test and refine the ads until you hit it. they provide the best results.
To truly be successful, the three will need to work in unison, but in short: SEO will get you off the ground, PPC will quickly lift you to new heights, and SMM will help you build a brand and gain consumer trust.